Munich, Bavaria, Germany
Passionate brand leader with a strong foundation in brand management across leading FMCG companies. I bring hands-on experience in developing and executing 360° brand strategies—from consumer insights and positioning to (digital) campaigns and in-store activation. Through roles at Procter & Gamble, Barilla, and Molkerei Müller, I’ve learned how to manage brands with purpose, navigate complex markets, and deliver value across channels. My expertise spans brand equity building, innovation projects, and digital marketing, with a growing focus on digital touchpoints—social media, influencer partnerships, paid media, and e-commerce content. Known for a proactive mindset, strong analytical thinking, and cross-functional collaboration, I thrive in dynamic, fast-paced environments. My academic background and university projects with companies like Reckitt Benckiser further strengthened my ability to translate insights into actionable brand strategies. Driven to build brands that connect, perform, and grow. Let’s connect!
Brands: Müller Kalinka Kefir & Müller Ayran
• Independent market analyses with the aid of retail and household panels • Update and creation of trackings • Support in the preparation of the annual review documents for 2023 • Brainstorming and intensive collaboration on marketing plans for 2023 • Design and implementation of various POS materials such as shelf decorations • Developing optimization measures to increase profitability of Wasa displays • Preparation of the field sales meeting as well as presentation of the contents • Independent coordination, control and reporting of various couponing measures • Creation of image ads for customer handouts • Creation of a press release for the trade press on a product hose • Preparation and update of sales documents for the field sales force and key account management
Marketing communication consulting project for Durex Portugal in a team of 5 with the ultimate goal to increase market share in the Portuguese market. The outcome was a marketing communications (A&P) plan proposing a new Masterbrand campaign centered around diversity.
• Led the strategic thinking and execution of the WICK search strategy, projected to increase yearly online volume sales by 9% • Presented project outcomes in front of Senior Management • Created digital assets for the WICK communication strategy (e.g. digital videos & banners) to increase seasonal product consideration • Created healthcare professional communication (i.e. trade advertisements) • Conceptualized and migrated brand website to a new framework for a modern brand web presence
• Owned the implementation of projects such as a launch of a limited edition • Supported the brand managers in day-to-day brand management of iconic Müller brands, e.g. creation of briefings for packaging designs and new flavors • Independent project work in communication and promotion (e.g. created a PoS radio spot) • Prepared market and competition analyses and derived recommendations for action • Supported quantitative & qualitative market researches • Interdisciplinary cooperation with different departments and external agencies